Target audience decision dodel

UNDERSTANDING

TARGET AUDIENCE

DECISION MAKING

Behavioural Sequence Model

A planning tool for IMC that looks at how decisions are made and

the roles people play in the decision process

Developing a Decision Model

First determine the stages people go through in making a purchase or usage decision, then for each stage determine:

• Who is involved and the roles they play

• Where it occurs

• The timing of each stage

• How it occurs

Generic Behavioural Sequence Model

Stages should be added, modified, or deleted to suit your specific

target audience,product category, or even brand

Possible Decision Stages for Various Choices

Laundry Detergent Notice getting low – Shop – Select Brand – Purchase – Use

Casual Eating Out Need arousal – Decide what ‘in mood for’ – Decide on restaurant from that type – Go to restaurant – Eat

Exterminator Service Need arousal – Identify services – Evaluate services – Decide on service – Contact and schedule service – Evaluate results – Decide on whether to retain service

Wholesale Plumbing Distributor Stocking

Monitor manufacturer and wholesale competitors – Identify items to evaluate – Evaluate items – Contact vendor – Evaluate vendor – Order and stock item – Evaluate sales performance - Reorder

Who: The Decision Roles Involved

• An initiator who proposes the purchase or usage

• An influencer who recommends (or discourages)

the purchase or usage

• The decider who actually makes the choice

• The purchaser who actually makes the purchase

• And the user who uses the product or service

BSM For Choosing a Snack

Decision Stages

Decision Roles Involved

Decision Stages

BSM For Choosing a Word Processing SystemDecision Roles Involved

When we communicate with advertisingor other marketing communication we are

talking to individuals, but asindividuals in a role

Our message must be consistent with that role

WHERE: Where the Stage Is Likely to Occur

Some common locations (or situations) for the occurrence of decision stages in the BSM would include:

• home - for media exposure to usage• shopping malls• office - private or sales calls• social occasion• commuting - private car or public transportation• point-of-purchase• phone calls - friends or business• contact with expert

Decision Stages

BSM For Choosing a Health Food SupplementWhere the Stage Is Likely to Occur

Factors to Consider in Each Locationor Situation in the BSM

•Advertising communications or promotion accessibility

•Presence of more than one role-player

•Time pressure (the opportunity to process the message)

•Decision participant’s physical and emotional state

WHEN: Timing of the Stage

The time and timing of each BSM stage is important for media planning -- especially scheduling

Overall timing, from the start to finish of the BSM stages generally reflects the buyer’s

purchase cycle for fmcgs

Decision Stages

BSM For Choosing a DessertTiming of Stages

HOW: How the Stage is Likely to Occur

These ‘hows’ for each decision stage in the BSM are vitally important in aiding the formulation

of the positioning strategy for the marketing communication

Decision Stages

BSM For Choosing a HolidayHow the Stage is Likely to Occur

Target Audience Decision-Making Model for a Major Holiday Trip

The BSM helps set overall communication objectives, and can also help understand:

• the complexity of the target audience

• the complexity of the purchase and usage decision

• opportunities for trade incentives

• the need for multiple messages

• opportunities for unique message delivery

• the likely importance of retail messages

DETERMINING

THE BEST

POSITIONING

Initial Positioning Decision

Centrally Positioned Brand must be able to deliveron all the benefits of the category

Differentially Positioned Seek benefit different from primarycategory benefit to differential frommarket leader and competitors

Options for Positioning Brand Relative to Competitors

Product-Benefit-Oriented Positioning

User-Oriented Positioning •When marketing to specific segment

•When social approval is primary purchase motivation

•In all other cases

General Model of Brand Positioning

Category Need

Brand Benefit

What is it? What does it offer?

Brand Awareness Brand Attitude

Considerations in Selecting Benefits for Marketing Communication

• It is important to the target audience

• the brand can deliver it

• It can be delivered better than other brands

where:A0 = attitude towards the object

ai = importance of belief

bi = belief about the object

aibi i=1

Applying The Expectancy – Value Model

Determining Relative Benefit Strength

Different Aspects of a Benefit

Attribute

Characteristic

Emotion

An objective component of a product (anti-bacterial, no calories)

A subjective claim about a product (easy to use, tastes great)

A feeling associated with the product (excitement, relief)

Micromodel of Benefit Focus

Attribute

Characteristic

Emotion( - ) ( + )

Negative Motivation:

Subjective characteristic without support

Attribute supports subjective characteristic

Emotions related to problem resolvedby subjective characteristic

Motivation and Benefit Focus

Positive Motivation:

Subjective characteristic leads to emotion

Emotional consequence alone

Motivation and Benefit Focus

Benefit Focus Options

Negative Motivation

Positive Motivation

The Three Steps to Effective Brand PositioningStep 1

Step 2

Step 3

Target audience decision dodel

Documents

Transcript of Target audience decision dodel

Audience Profiling - Target Audience

Target Audience & Audience Profiling

Target audience

AUDIENCE RESEARCH 1: TARGET AUDIENCE

Target Audience Avatar Template - Conversion Advantage · Target Audience Avatar Template. TARGET AUDIENCE PROFILE AVATAR. TARGET AUDIENCE PROFILE AVATAR (female example) Jane Doe

Target Audience/ Typical audience members